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The public Franco-German TV network ARTE doesn’t skimp on content. When you’ve been standing for cultural diversity and multilingualism since 1991, broadcast your programs to 25.7 million Europeans a month, and have dreams of becoming the continent’s leading culture channel, you can’t afford not to. But while ARTE’s programming has grown in breadth and diversity, its broadcasting idents hadn’t kept up. So ARTE turned to London, United Kingdom–based branding agencies The Partners and Lambie-Nairn to evolve its broadcast system.

Inspired by the observation that ARTE curates and gathers all of Europe’s culture in one place, The Partners and Lambie-Nairn developed an idea: ARTE as Europe’s cultural magnet. They then employed this magnet across print and broadcast, with each animation telling a singular story. Twelve-second brand idents, for example, begin with an outline of a European map formed out of water drops, stars and more; when the objects are pulled together—as if by a magnetic force—they form the ARTE logo. Category idents continue the trend; in one sequence representing the fiction strand of ARTE’s programming, the letters of a script are pulled off the page to gather around the magnetic ARTE logo. In contrast, the four-second stings cut out before any objects—from paint to trees—can make it to the logo. To reflect the magnetic tension underpinning every movement, Bristol, United Kingdom–based sound design agency Echoic created subtle sound beds throughout. The final animations—just like the content they represent—are diverse, yet cohesive, using touches of wit, charm and warmth to draw the eyes in.

the-partners.com

lambie-nairn.com

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